Warc Briefing: Brand Launches

This briefing offers an overview of the history, theories and key trends related to Brand Launches.This short report outlines different arguments about how to brand a new product, especially after the rise of social media and collaboration-based marketing.

Warc Briefing: Brand launches

Definition: Either the point in time when a particular product or service is first promoted to the public, customers or stakeholders, or the process of development that leads to that point.

Quick Facts

  • Apple has been the sub-brand launch phenomenon of the past 10 years. The iPod launched in 2001 and sold 125,000 in its first year; the iPhone sold 250,000 in its first weekend in 2007; and the iPad sold 300,000 on its first day.i
  • Over 20,000 newly launched products are added to Mintel's Global New Products Database every month – 650 new...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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